{ "deck": { "title": "Audio guides in museums: visitor experience, AI solutions, and bringing heritage to life in Lithuania", "location": "Kernavė, 9 October 2026" }, "LOGO": { "src": "/assets/wisit-logo-wordmark.png", "alt": "Wisit", "width": 180, "height": 46 }, "agenda": { "label": "Contents", "kicker": "Kernavė, 9 October 2026", "title": "Contents", "items": [ { "num": "01", "title": "Why audio guides matter", "text": "" }, { "num": "02", "title": "Introductions. About you and about WISIT AI", "text": "" }, { "num": "03", "title": "Norstat and Wisit study on museums and audio guides", "text": "" }, { "num": "04", "title": "A study of Lithuanian museum websites", "text": "" }, { "num": "05", "title": "Artificial intelligence solutions", "text": "" } ] }, "hero": { "label": "Give stories a voice", "titleLines": [ "Give", "stories" ], "titleAccent": "a voice", "lede": "AI audio guides for museums and heritage sites", "eventKicker": "Kernavė, 9 October 2026", "eventTitle": "Audio guides", "eventTitleAccent": "in museums", "eventLede": "Visitor experience, artificial intelligence, and bringing heritage to life in Lithuania", "image": "/assets/hero-desktop.webp" }, "howItWorks": { "label": "What is Wisit.ai?", "headingBefore": "What is", "phases": [ { "id": "plan", "emoji": "🗺️", "label": "Planning", "details": [] }, { "id": "content", "emoji": "✍️", "label": "Creating and editing content", "details": [] }, { "id": "translate", "emoji": "🌐", "label": "Translation into 50 languages", "details": [] }, { "id": "voice", "emoji": "🎙️", "label": "Narration with a synthetic voice", "details": [] }, { "id": "publish", "emoji": "🚀", "label": "Publishing", "details": [] } ] }, "aiSolutions": { "label": "AI solutions", "num": "05", "title": "Artificial intelligence solutions", "items": [ { "num": "A", "title": "Content creation", "text": "Trained on audio-tour best practice." }, { "num": "B", "title": "Automatic translation", "text": "DeepL, with the text checked." }, { "num": "C", "title": "Synthetic voice", "text": "Already very good in Lithuanian too." }, { "num": "D", "title": "Chatbots", "text": "Answer visitor questions from the museum’s own sources." } ] }, "thanks": { "label": "Thank you", "title": "Thank you for your attention", "name": "Augustinas Zinevičius", "role": "WISIT AI", "qrLabel": "LinkedIn", "photo": "/assets/augustinas-zinevicius.jpg", "qr": "/assets/linkedin-qr.png", "linkedinUrl": "https://www.linkedin.com/in/zinevicius/", "contact": "augustinas@wisit.ai | +370 662 49326", "versions": "Lithuanian and English versions of this presentation are available at https://kernave.wisit.ai" }, "poll": { "kicker": "Live poll", "joinTitle": "Questionnaire closed", "joinHint": "The questionnaire is closed.", "joinPrize": "", "closed": "The questionnaire is closed.", "aiWork": "Do you use AI in your everyday work?", "aiExhibitions": "Do you use AI to make exhibitions better?", "audio": "Do you offer audio tours to your visitors?", "langs": "Which languages do you offer?", "improve": "Would you like to create one, or do you feel your tours would be worth updating or improving?", "qr": "/assets/poll-qr.png", "pollPath": "/poll/", "yes": "Yes", "no": "No", "partial": "Partly", "base": "N={n}", "langLabels": { "en": "English", "lt": "Lithuanian", "pl": "Polish", "ua": "Ukrainian", "de": "German", "fr": "French", "lv": "Latvian", "he": "Hebrew", "ru": "Russian", "sign": "Sign language", "other": "Other" } }, "moreLaunchedProjects": { "label": "Partners", "kicker": "Ecosystem", "title": "Partners", "items": [ { "name": "National Museum of Lithuania", "logo": "/assets/projects/lnm-partner.png" }, { "name": "Raudondvaris Manor", "logo": "/assets/projects/raudondvaris-partner.png" }, { "name": "Lithuanian Ethnographic Museum", "logo": "/assets/projects/lemu.png" }, { "name": "Ukmergė Local History Museum", "logo": "/assets/projects/ukmerge.png" }, { "name": "Maironis Lithuanian Literature Museum", "logo": "/assets/projects/maironis.png" }, { "name": "Joniškis History and Culture Museum", "logo": "/assets/projects/joniskis.webp" }, { "name": "Mikhail Bulgakov Museum", "logo": "/assets/projects/bulgakov.png" }, { "name": "Panevėžys City Art Gallery", "logo": "/assets/projects/panevezys.png" }, { "name": "Lithuanian Railway Museum", "logo": "/assets/projects/railway.webp" }, { "name": "Merkinė Regional Museum", "logo": "/assets/projects/merkin.png" }, { "name": "Oleg Antonov State Aviation Museum", "logo": "/assets/projects/antonov.png" }, { "name": "Cherkasy Regional Art Museum", "logo": "/assets/projects/cherkasy.png" }, { "name": "National Museum of the History of Ukraine", "logo": "/assets/projects/ukraine-history.png" } ] }, "pressFeatured": { "label": "In the press", "kicker": "Press and recognition", "title": "In the press", "items": [ { "id": "vz", "publication": "Verslo žinios", "logo": "/assets/press/vz.jpg", "date": "2023", "quote": "It is a cost-saving revolution that keeps recording quality high — listeners cannot tell these are not human voices." }, { "id": "15min", "publication": "15min", "logo": "/assets/press/15min.png", "date": "2023", "quote": "In the new audio guide, historical figures tell the story of Vilnius and Gediminas Castle, keeping visitors interested." }, { "id": "technologijos", "publication": "technologijos.lt", "logo": "/assets/press/technologijos.png", "date": "2024", "quote": "Cultural institutions compete not only with each other, but with cinema, video games, and other entertainment. They want to stay interesting and attractive." }, { "id": "lrt", "publication": "LRT Klasika", "logo": "/assets/press/lrt.png", "date": "2023", "quote": "Visitors can use an innovative audio guide created by the Lithuanian startup Wisit, powered by artificial intelligence." }, { "id": "alfa", "publication": "alfa.lt", "logo": "/assets/press/alfa.png", "date": "2024", "quote": "Given how little time we had and how minimal the filming setup was, the result is astonishing and creates a real sense of authenticity." }, { "id": "7md", "publication": "7 meno dienos", "logo": "/assets/press/7md.png", "date": "2024", "quote": "Using artificial intelligence tools, the Wisit team produced two short videos in just a week and a half." } ] }, "projectsMap": { "label": "Innovators are already creating with Wisit", "kicker": "Real-world impact", "title": "", "mapLabel": "Map", "zoomOut": "Show all", "exportImage": "/assets/projects/map-export.png", "markerIcon": "/assets/wisit-marker.png", "locations": [ { "id": 1, "lat": 54.6866, "lng": 25.2905, "name": "Gediminas Castle", "image": "/assets/map/gedimino.jpg", "addressLine1": "Arsenalo St 1, Vilnius", "addressLine2": "Lithuania" }, { "id": 2, "lat": 54.9142, "lng": 23.7797, "name": "Raudondvaris Manor", "image": "/assets/map/raudondvaris.jpg", "addressLine1": "Pilies Path 1, Raudondvaris", "addressLine2": "Lithuania" }, { "id": 3, "lat": 54.8619, "lng": 24.195, "name": "Lithuanian Ethnographic Museum", "image": "/assets/map/open-air.jpg", "addressLine1": "J. Aisčio St 2, Rumšiškės", "addressLine2": "LT-56335, Lithuania" }, { "id": 4, "lat": 54.8967, "lng": 23.8842, "name": "Maironis Lithuanian Literature Museum", "image": "/assets/map/maironis.jpg", "addressLine1": "Rotušės Sq 13, Kaunas", "addressLine2": "LT-44279, Lithuania" }, { "id": 5, "lat": 56.2383, "lng": 23.6128, "name": "Joniškis History and Culture Museum", "image": "/assets/map/joniskis.jpg", "addressLine1": "Mėnulio St 3, Joniškis", "addressLine2": "LT-84146, Lithuania" }, { "id": 19, "lat": 56.2402, "lng": 23.6168, "name": "Joniškis Synagogue Complex", "image": "/assets/map/joniskis-synagogue.jpg", "addressLine1": "Rotušės St 4, Joniškis", "addressLine2": "LT-84148, Lithuania" }, { "id": 6, "lat": 55.7278, "lng": 24.3667, "name": "Panevėžys City Art Gallery", "image": "/assets/map/panevezys.jpg", "addressLine1": "Respublikos St 64, Panevėžys", "addressLine2": "LT-35158, Lithuania" }, { "id": 7, "lat": 54.6722, "lng": 25.2844, "name": "Lithuanian Railway Museum", "image": "/assets/map/railway.jpg", "addressLine1": "Geležinkelio St 16, Vilnius", "addressLine2": "LT-02100, Lithuania" }, { "id": 8, "lat": 55.3945, "lng": 24.6188, "name": "President Antanas Smetona Manor", "image": "/assets/map/smetona.jpg", "addressLine1": "Dvaro St 3, Užulėnis", "addressLine2": "Ukmergė district, Lithuania" }, { "id": 18, "lat": 50.4608, "lng": 30.5147, "name": "Mikhail Bulgakov Museum", "image": "/assets/map/bulgakov.jpg", "addressLine1": "Andriivskyi Descent 13, Kyiv", "addressLine2": "Ukraine" }, { "id": 9, "lat": 55.2501, "lng": 24.7658, "name": "Ukmergė Local History Museum", "image": "/assets/map/ukmerge.jpg", "addressLine1": "Kęstučio Sq 9, Ukmergė", "addressLine2": "LT-20114, Lithuania" }, { "id": 10, "lat": 54.1629, "lng": 24.1852, "name": "Merkinė Regional Museum", "image": "/assets/map/merkin.jpg", "addressLine1": "S. Dariaus ir S. Girėno Sq 1, Merkinė", "addressLine2": "LT-65333, Lithuania" }, { "id": 11, "lat": 50.4062, "lng": 30.4602, "name": "Oleg Antonov State Aviation Museum", "image": "/assets/map/antonov.jpg", "addressLine1": "Vulytsya Medova 1, Kyiv", "addressLine2": "03048, Ukraine" }, { "id": 12, "lat": 49.4424, "lng": 32.0683, "name": "Cherkasy Regional Art Museum", "image": "/assets/map/cherkasy.jpg", "addressLine1": "Khreshchatyk St 259, Cherkasy", "addressLine2": "18002, Ukraine" }, { "id": 13, "lat": 50.4583, "lng": 30.5161, "name": "National Museum of the History of Ukraine", "image": "/assets/map/ukraine-history.jpg", "addressLine1": "Volodymyrska St 2, Kyiv", "addressLine2": "Ukraine" }, { "id": 14, "lat": 50.4358, "lng": 30.5577, "name": "Treasury of the National Museum of the History of Ukraine", "image": "/assets/map/ukraine-treasury.jpg", "addressLine1": "Ivan Mazepa St 21, Building 12, Kyiv", "addressLine2": "Kyiv-Pechersk Lavra, Ukraine" }, { "id": 15, "lat": 54.8984, "lng": 23.9229, "name": "Children’s Literature Museum", "image": "/assets/map/vaiku-literatura.jpg", "addressLine1": "K. Donelaičio St 13, Kaunas", "addressLine2": "LT-44239, Lithuania" }, { "id": 16, "lat": 54.9069, "lng": 23.9502, "name": "Balys and Vanda Sruoga House Museum", "image": "/assets/map/sruoga.jpg", "addressLine1": "B. Sruogos St 21, Kaunas", "addressLine2": "Lithuania" }, { "id": 17, "lat": 55.9267, "lng": 23.3002, "name": "Šiauliai Railway Museum", "image": "/assets/map/siauliai-railway.jpg", "addressLine1": "Dubijos St 26, Šiauliai", "addressLine2": "LT-77208, Lithuania" } ] }, "research": { "label": "Research", "num": "03", "kicker": "Quantitative research", "titleLines": [ "Museum visits", "and audio guides", "in Lithuania" ], "lede": "A representative survey of visitor behaviour and the potential of audio guides", "meta": [ "Report prepared by Ginta Petraitytė" ], "metaTitle": "Survey parameters", "sample": { "label": "Sample", "value": "N=500", "note": "representative of Lithuania" }, "provider": { "label": "Research partner", "text": "Norstat online panel", "logo": "/assets/research/norstat.png", "alt": "Norstat" }, "survey": { "label": "Survey period", "dates": "Survey: 10–17 March 2026" } }, "team": { "label": "About us", "num": "02", "kicker": "", "title": "About us", "highlights": [ "10 years in tourism and marketing, ending in a successful business exit", "More than 20 years in software, with an experienced team in big data and e-commerce", "The last 3 years as AI innovators — the idea was born after winning Lithuania’s AI hackathon", "Winners of 3 hackathons: Problemathon, Login Hackathon, and AI Lithuania Hackathon", "Experience gathered while travelling: Western Europe, the USA, Brazil, Japan, and Singapore" ], "partnersLabel": "Partners and backers", "partners": [ { "src": "/assets/partners/katalista-ventures.png", "alt": "Katalista Ventures" }, { "src": "/assets/partners/baltic-sandbox-ventures.png", "alt": "Baltic Sandbox Ventures" }, { "src": "/assets/partners/educhallenger.png", "alt": "Edu Challenger" }, { "src": "/assets/partners/firstpick.png", "alt": "Firstpick" }, { "src": "/assets/partners/inovaciju-agentura.png", "alt": "Innovation Agency" }, { "src": "/assets/partners/ai-association.png", "alt": "Lithuanian Artificial Intelligence Association" }, { "src": "/assets/partners/eu-funded.png", "alt": "Funded by the European Union", "featured": true }, { "src": "/assets/partners/new-generation-lt.png", "alt": "Next Generation Lithuania", "featured": true } ] }, "study": { "label": "Who carried out the study", "kicker": "About the study", "title": "Who carried out the study", "author": { "label": "Study carried out by", "name": "Norstat LT", "text": "A market research and data collection company working in Lithuania since 2008. Part of Norstat Group, active in Europe and the Americas. Its main work is market research and public opinion surveys." }, "clientsLabel": "Trusted by", "clients": [ { "name": "SEB bank", "logo": "/assets/study-logos/seb.svg" }, { "name": "Luminor", "logo": "/assets/study-logos/luminor.svg" }, { "name": "Tele2", "logo": "/assets/study-logos/tele2.png" }, { "name": "Lidl Lithuania", "logo": "/assets/study-logos/lidl.svg" }, { "name": "Rimi Baltic", "logo": "/assets/study-logos/rimi.png" }, { "name": "Senukai", "logo": "/assets/study-logos/senukai2.png" }, { "name": "ERGO", "logo": "/assets/study-logos/ergo.jpg" }, { "name": "Swedbank", "logo": "/assets/study-logos/swedbank.svg" }, { "name": "LRT", "logo": "/assets/study-logos/lrt.png", "dark": true }, { "name": "Gintarinė vaistinė", "logo": "/assets/study-logos/gintarine.svg" }, { "name": "PC Panorama", "logo": "/assets/study-logos/panorama.svg" }, { "name": "15min", "logo": "/assets/study-logos/15min.png" }, { "name": "TS-LKD", "logo": "/assets/study-logos/ts-lkd.svg" }, { "name": "LSDP", "logo": "/assets/study-logos/lsdp.png" } ], "client": { "label": "Client", "name": "Wisit", "text": "Wisit commissioned the study. Our influence was limited to the topics we wanted information on." } }, "researchFooter": "Base: all respondents N=500; museum visitors N=456; used an audio guide N=200", "researchSlides": [ { "id": "rs-method", "kicker": "Method", "title": "About the study", "body": { "method": { "facts": [ { "label": "Target group", "value": "Residents of Lithuania aged 18–74" }, { "label": "Sample", "value": "N = 500", "note": "Margin of error ±4.4%" }, { "label": "Method", "value": "Online survey", "note": "CAWI (Norstat panel)" }, { "label": "Period", "value": "10–17 March 2026" } ], "purposeLabel": "Aim of the study", "purpose": "To understand how museum visitors behave, and to show how audio guides can improve the visit and increase museum income.", "note": "Data collection: Norstat. Representative of Lithuania." } } }, { "id": "rs-demo", "kicker": "Demographics", "title": "Social and demographic profile", "variant": "slide--rs--demo", "footer": "% of all respondents, N=500", "body": { "demo": [ { "title": "Gender", "rows": [ { "l": "Male", "n": 242, "p": 48 }, { "l": "Female", "n": 258, "p": 52 } ] }, { "title": "Age group", "rows": [ { "l": "18–24", "n": 43, "p": 9 }, { "l": "25–34", "n": 77, "p": 15 }, { "l": "35–44", "n": 103, "p": 21 }, { "l": "45–54", "n": 95, "p": 19 }, { "l": "55–64", "n": 102, "p": 20 }, { "l": "65–74", "n": 80, "p": 16 } ] }, { "title": "Place of residence", "rows": [ { "l": "Vilnius", "n": 103, "p": 21 }, { "l": "Kaunas", "n": 54, "p": 11 }, { "l": "Klaipėda", "n": 29, "p": 6 }, { "l": "Other cities", "n": 122, "p": 24 }, { "l": "Village or small town", "n": 192, "p": 38 } ] }, { "title": "Marital status", "rows": [ { "l": "Single", "n": 75, "p": 15 }, { "l": "Living with a partner", "n": 86, "p": 17 }, { "l": "Married", "n": 282, "p": 56 }, { "l": "Divorced or widowed", "n": 57, "p": 11 } ] }, { "title": "Household size", "rows": [ { "l": "1 person", "n": 74, "p": 15 }, { "l": "2 people", "n": 207, "p": 41 }, { "l": "3 people", "n": 109, "p": 22 }, { "l": "4 people", "n": 75, "p": 15 }, { "l": "5 or more", "n": 35, "p": 7 } ] }, { "title": "Education", "rows": [ { "l": "Primary or basic", "n": 5, "p": 1 }, { "l": "Secondary", "n": 114, "p": 23 }, { "l": "Vocational higher", "n": 50, "p": 10 }, { "l": "University", "n": 331, "p": 66 } ] }, { "title": "Main occupation", "rows": [ { "l": "Self-employed", "n": 47, "p": 9 }, { "l": "Manager", "n": 37, "p": 7 }, { "l": "Qualified specialist", "n": 143, "p": 29 }, { "l": "Office worker", "n": 42, "p": 8 }, { "l": "Student", "n": 23, "p": 5 }, { "l": "Retired", "n": 68, "p": 14 }, { "l": "Skilled worker", "n": 52, "p": 10 }, { "l": "Not working", "n": 22, "p": 4 }, { "l": "Other employed", "n": 66, "p": 13 } ] }, { "title": "Household type", "rows": [ { "l": "Youngest child under 3", "n": 53, "p": 11 }, { "l": "Youngest child 4–7", "n": 40, "p": 8 }, { "l": "Youngest child 8–18", "n": 68, "p": 14 }, { "l": "Youngest child over 18", "n": 69, "p": 14 }, { "l": "One-person household", "n": 70, "p": 14 }, { "l": "Two-adult household", "n": 180, "p": 36 }, { "l": "Other", "n": 20, "p": 4 } ] }, { "title": "Personal income (net / month)", "rows": [ { "l": "Up to €550", "n": 29, "p": 6 }, { "l": "€551–750", "n": 46, "p": 9 }, { "l": "€751–1,000", "n": 69, "p": 14 }, { "l": "€1,001–1,250", "n": 64, "p": 13 }, { "l": "€1,251–1,500", "n": 65, "p": 13 }, { "l": "More than €1,500", "n": 114, "p": 23 }, { "l": "Hard to say / not stated", "n": 113, "p": 23 } ] } ] } }, { "id": "rs-margin", "kicker": "Margin of error", "title": "Statistical margin of error", "insight": "A margin of error appears because a sample is surveyed, not the whole population. The table shows the margin, in percentage points, by sample size and how answers are split.", "variant": "slide--rs--margin", "footer": null, "body": { "table": { "head": [ "Sample", "50", "45/55", "40/60", "35/65", "30/70", "25/75", "20/80", "15/85", "10/90", "5/95" ], "rows": [ [ "10", "31.0", "30.8", "30.4", "29.6", "28.4", "26.8", "24.8", "22.1", "18.6", "13.5" ], [ "30", "17.9", "17.8", "17.5", "17.1", "16.4", "15.5", "14.3", "12.8", "10.7", "7.8" ], [ "50", "13.9", "13.8", "13.6", "13.2", "12.7", "12.0", "11.1", "9.9", "8.3", "6.0" ], [ "75", "11.3", "11.3", "11.1", "10.8", "10.4", "9.8", "9.1", "8.1", "6.8", "4.9" ], [ "100", "9.8", "9.8", "9.6", "9.3", "9.0", "8.5", "7.8", "7.0", "5.9", "4.3" ], [ "150", "8.0", "8.0", "7.8", "7.6", "7.3", "6.9", "6.4", "5.7", "4.8", "3.5" ], [ "200", "6.9", "6.9", "6.8", "6.6", "6.4", "6.0", "5.5", "4.9", "4.2", "3.0" ], [ "300", "5.7", "5.6", "5.5", "5.4", "5.2", "4.9", "4.5", "4.0", "3.4", "2.5" ], [ "400", "4.9", "4.9", "4.8", "4.7", "4.5", "4.2", "3.9", "3.5", "2.9", "2.1" ], [ "500", "4.4", "4.4", "4.3", "4.2", "4.0", "3.8", "3.5", "3.1", "2.6", "1.9" ], [ "600", "4.0", "4.0", "3.9", "3.8", "3.7", "3.5", "3.2", "2.9", "2.4", "1.7" ], [ "700", "3.7", "3.7", "3.6", "3.5", "3.4", "3.2", "3.0", "2.6", "2.2", "1.6" ], [ "800", "3.5", "3.4", "3.4", "3.3", "3.2", "3.0", "2.8", "2.5", "2.1", "1.5" ], [ "900", "3.3", "3.2", "3.2", "3.1", "3.0", "2.8", "2.6", "2.3", "2.0", "1.4" ], [ "1000", "3.1", "3.1", "3.0", "3.0", "2.8", "2.7", "2.5", "2.2", "1.9", "1.4" ] ], "highlight": "500" } } }, { "id": "rs-visited", "title": "Museum visits in the past 12 months", "question": "Q1. In the past 12 months, have you visited a museum or manor in Lithuania or abroad?", "insight": "Museums reach a wide audience — 3 in 4 Lithuanians visited one in the past year. Only a quarter of residents did not.", "variant": "slide--rs--lead", "body": { "split": [ { "bars": [ { "l": "Yes, in Lithuania", "v": 61 }, { "l": "Yes, abroad", "v": 28 }, { "l": "No", "v": 25 }, { "l": "Don’t remember / can’t say", "v": 5 } ], "accent": [ 0, 1 ] }, { "callout": "70%", "label": "Potential museum audience" } ] } }, { "id": "rs-frequency", "title": "How often people visit", "question": "Q2. How many times in the past 12 months did you visit museums or manors in Lithuania or abroad?", "insight": "Visitors are active — every second person in Lithuania visits 2–3 times a year.", "variant": "slide--rs--lead", "body": { "split": [ { "section": "in Lithuania", "body": { "bars": [ { "l": "Once", "v": 28 }, { "l": "2–3 times", "v": 50 }, { "l": "4–5 times", "v": 14 }, { "l": "6 or more times", "v": 8 } ], "accent": [ 1, 2, 3 ] } }, { "callout": "72%", "label": "Visit twice a year or more" } ] } }, { "id": "rs-return", "title": "Returning to the same museum, and why", "question": "Q4. Have you visited the same museum or manor more than once? Q5. Why did you return? (several answers possible)", "insight": "Returning is common — 4 in 10 visitors go back to the same museum. Most often they go with other people, for discounted entry, or for a new exhibition.", "variant": "slide--rs--even slide--rs--dense slide--rs--lead", "body": { "split": [ { "section": "Did they return?", "body": { "bars": [ { "l": "Yes", "v": 40 }, { "l": "No", "v": 60 } ] } }, { "section": "Why did they return?", "body": { "accent": -1, "bars": [ { "l": "I went with other people", "v": 49 }, { "l": "Free or discounted entry", "v": 28 }, { "l": "A new exhibition", "v": 26 }, { "l": "I liked the exhibition or the experience", "v": 22 }, { "l": "Events, such as Vilnius Days", "v": 15 }, { "l": "I follow a particular guide or curator’s programme", "v": 5 }, { "l": "Other", "v": 8 } ] } } ] } }, { "id": "rs-motives", "title": "Why people choose a museum", "question": "Q6. What most encourages you to choose a museum or manor over other ways to spend free time? (several answers possible)", "insight": "Learning comes ahead of other motives — 4 in 10 choose a museum to broaden their horizons. History, meaningful free time, and the place itself matter almost as much.", "variant": "slide--rs--dense slide--rs--lead", "body": { "accent": -1, "bars": [ { "l": "Wanting to broaden one’s horizons", "v": 41 }, { "l": "Wanting to learn more about history or culture", "v": 36 }, { "l": "Wanting to spend free time in a meaningful way", "v": 35 }, { "l": "Tourism or travel", "v": 33 }, { "l": "Wanting a new experience", "v": 31 }, { "l": "An attractive museum setting or building", "v": 30 }, { "l": "Free or cheaper entry", "v": 25 }, { "l": "Interesting events or special exhibitions", "v": 23 }, { "l": "Recommendations from friends", "v": 18 }, { "l": "Wanting people close to me to learn something", "v": 17 }, { "l": "Interest in a specific topic", "v": 14 }, { "l": "Shorter stories, told in a more engaging way", "v": 5 }, { "l": "Social media and other media", "v": 5 }, { "l": "A particular curator, historian, or guide’s programme", "v": 2 }, { "l": "Other", "v": 1 } ] } }, { "id": "rs-explore", "title": "How do visitors explore an exhibition?", "question": "Q8. How do you explore an exhibition?", "insight": "79% of visitors explore an exhibition on their own, or on their own with an audio tour.", "variant": "slide--rs--lead", "body": { "split": [ { "bars": [ { "l": "On their own, without extra help", "v": 60 }, { "l": "It depends on the museum", "v": 43 }, { "l": "On a tour with a live guide", "v": 22 }, { "l": "On their own, with an audio guide", "v": 19 } ], "accent": [ 0, 3 ] }, { "callout": "79%", "label": "On their own, or on their own with an audio tour" } ] } }, { "id": "rs-explain", "title": "Are explanations of the objects missing?", "question": "Q9. Did you feel the objects needed a clearer explanation?", "insight": "61% often or sometimes miss an explanation.", "variant": "slide--rs--lead", "body": { "split": [ { "bars": [ { "l": "Yes, often", "v": 14 }, { "l": "Sometimes", "v": 47 }, { "l": "Rarely", "v": 26 }, { "l": "Never", "v": 6 }, { "l": "Hard to say", "v": 8 } ], "accent": [ 0, 1 ] }, { "callout": "61%", "label": "Often or sometimes miss an explanation" } ] } }, { "id": "rs-more", "title": "What would make people visit more often?", "question": "Q7. What would encourage you to visit museums or manors more often? (several answers possible)", "insight": "Events would do the most to encourage more visits — every second visitor says so. One in five mentions an audio guide or digital experiences.", "variant": "slide--rs--dense slide--rs--lead", "body": { "split": [ { "bars": [ { "l": "Interesting events (talks, festivals, themed days)", "v": 50 }, { "l": "More varied exhibitions, or ones that change more often", "v": 31 }, { "l": "Educational activities for families", "v": 25 }, { "l": "Access to an audio guide or digital experiences", "v": 22 }, { "l": "Interactive or technology-based experiences", "v": 19 }, { "l": "A particular curator, historian, or guide’s programme", "v": 14 }, { "l": "More engaging education for children", "v": 13 }, { "l": "Audio-guide content for different audiences", "v": 12 }, { "l": "Other", "v": 9 } ], "accent": 3 }, { "callout": "22%", "label": "An audio guide would encourage more visits" } ] } }, { "id": "rs-influence", "title": "How an audio guide affects the decision to visit", "question": "Q13. How does the chance to use an audio guide affect your decision to visit a museum?", "insight": "33% say an audio guide makes a visit more likely. 42% say it does not affect the decision.", "body": { "split": [ { "bars": [ { "l": "Makes a visit much more likely", "v": 11 }, { "l": "Makes it slightly more likely", "v": 22 }, { "l": "Has no effect", "v": 42 }, { "l": "Makes it slightly less likely", "v": 2 }, { "l": "Makes a visit much less likely", "v": 4 }, { "l": "Hard to say", "v": 19 } ], "accent": [ 0, 1 ] }, { "callout": "33%", "label": "Makes a visit more likely" } ] } }, { "id": "rs-usage", "title": "Use of audio guides", "question": "Q10. In the past 12 months, have you used an audio guide in a museum?", "insight": "56% of visitors did not use an audio guide in the past 12 months. Among those who did, more used one abroad than in Lithuania.", "variant": "slide--rs--even", "body": { "split": [ { "section": "Used an audio guide", "body": { "accent": [ 0, 1 ], "bars": [ { "l": "Yes, in Lithuania", "v": 21 }, { "l": "Yes, abroad", "v": 27 }, { "l": "Never", "v": 56 } ] } }, { "stack": [ { "section": "By age", "body": { "grouped": { "ages": [ "18–24", "25–34", "35–44", "45–54", "55–64", "65–74" ], "series": [ { "label": "Never", "values": [ 63, 58, 50, 57, 54, 59 ] }, { "label": "Yes, abroad", "values": [ 19, 26, 32, 26, 27, 25 ] }, { "label": "Yes, in Lithuania", "values": [ 23, 17, 23, 19, 25, 18 ] } ] } } }, { "note": "Ages 18–24, 35–44, and 55–64 use an audio guide in Lithuania more often. Ages 35–44 use one abroad more often." } ] } ] } }, { "id": "rs-likes", "title": "What do people like most?", "question": "Q11. What do you like most about an audio guide? (several answers possible)", "insight": "Visitors single out their own pace, listening instead of reading, convenience, choice of languages, more information, and better accessibility.", "variant": "slide--rs--lead", "body": { "bars": [ { "l": "Exploring at your own pace", "v": 69 }, { "l": "Listening instead of reading", "v": 53 }, { "l": "Convenience", "v": 40 }, { "l": "Choice of languages", "v": 37 }, { "l": "More information", "v": 23 }, { "l": "Better accessibility", "v": 12 }, { "l": "Other", "v": 1 } ], "accent": [ 0, 1, 2, 3, 4, 5 ] } }, { "id": "rs-format", "title": "Preferred audio-guide format", "question": "Q14. Which audio-guide format is most convenient?", "insight": "64% find their own phone most convenient, or are fine with either a phone or a museum device.", "body": { "split": [ { "accent": [ 0, 2 ], "bars": [ { "l": "On my own phone (QR code)", "v": 26 }, { "l": "On a museum device", "v": 23 }, { "l": "Either is fine", "v": 38 }, { "l": "I would not use one", "v": 13 } ] }, { "callout": "64%", "label": "Most convenient on their own phone, or fine with either a phone or a museum device" } ] } }, { "id": "rs-missing", "title": "Have they found no audio guide available?", "question": "Q15. Have you found an exhibition with no audio guide?", "insight": "29% say audio guides are hard to find in museums.", "body": { "split": [ { "bars": [ { "l": "Yes", "v": 29 }, { "l": "No", "v": 16 }, { "l": "Don’t remember", "v": 55 } ] }, { "callout": "29%", "label": "Found no audio guide available" } ] } }, { "id": "rs-pay", "title": "Willingness to pay for an audio guide", "question": "Q16. Would you pay extra for a high-quality audio guide? Q17. What is the most you would pay?", "insight": "20% clearly agree to pay, and another 50% decide based on the price. The amounts chosen most often are €2–3 or €4–5.", "variant": "slide--rs--even", "body": { "split": [ { "section": "Would they pay for a high-quality audio guide?", "body": { "bars": [ { "l": "Yes", "v": 20 }, { "l": "It depends on the price", "v": 50 }, { "l": "No", "v": 30 } ], "accent": [ 0, 1 ] } }, { "section": "What is the most they would pay?", "body": { "bars": [ { "l": "Up to €1", "v": 3 }, { "l": "€1–2", "v": 18 }, { "l": "€2–3", "v": 28 }, { "l": "€3–4", "v": 6 }, { "l": "€4–5", "v": 24 }, { "l": "€5 or more", "v": 12 }, { "l": "Hard to say", "v": 9 } ], "accent": [ 2, 4 ] } } ] } }, { "id": "rs-sites", "kicker": "04", "title": "A study of Lithuanian museum websites", "question": "112 Lithuanian museum websites. Checked on 4 October 2026.", "insight": "Of all 112 museums, 18 (16%) name an audio guide and its languages. 19 (17%) only say they have one, with no languages.", "variant": "slide--rs--lead", "footer": "Languages are counts among the 37 museums that mention an audio guide. One museum each also names French, Latvian, Hebrew and sign language. Manors, parks and reserves are excluded.", "body": { "split": [ { "section": "Languages named on the site", "body": { "bars": [ { "l": "English", "v": 16, "suffix": "" }, { "l": "Lithuanian", "v": 15, "suffix": "" }, { "l": "Russian", "v": 8, "suffix": "" }, { "l": "Polish", "v": 6, "suffix": "" }, { "l": "Ukrainian", "v": 4, "suffix": "" }, { "l": "German", "v": 3, "suffix": "" } ], "accent": -1 } }, { "stack": [ { "callout": "18 (16%)", "label": "of 112 name an audio guide and its languages", "compact": true }, { "callout": "19 (17%)", "label": "of 112 only say they have one, with no languages", "compact": true } ] } ] } }, { "id": "rs-conclusions", "title": "Conclusions", "variant": "slide--rs--concl", "footer": null, "body": { "conclusions": { "columns": [ { "title": "Audience", "items": [ "Not a niche audience, but a mass one – 7/10 Lithuanians visited a museum in the past year.", "They are loyal and visit often – 72% go two or more times a year.", "They are potentially very inclined to return – 4 in 10 visit the same museum again.", "They explore on their own – 79% look through the exhibition independently or with an audio tour." ] }, { "title": "Problems", "items": [ "They often or sometimes miss explanations.", "29% of visitors miss audio tours.", "In Lithuania, use of Lithuanian audio tours is lower than use abroad.", "Only one in three Lithuanian museums mentions an audio guide on its website at all. Half of those say which languages it is available in." ] }, { "title": "Solutions", "items": [ "An audio guide would encourage more frequent visits for 22–33%.", "Visitors see clear benefits: exploring at their own pace, listening instead of reading, convenience, languages, and more information.", "An audio guide is an additional source of income; visitors agree to pay." ] } ] } } } ] }